Going beyond the buzzword: what exactly is CRM?

Author: Fletcher, Lloyd Alan

Source: Learned Publishing, Volume 14, Number 3, 1 July 2001 , pp. 213-222(10)

Publisher: Association of Learned and Professional Society Publishers

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Abstract:

Customer Relationship Management (CRM) is a business strategy for improving profitability by focusing on customer needs and creating an attentive relationship with the customer. It involves a personalized and interactive approach for the entire customer lifecycle. Successful implementation of a CRM approach requires changes in organization structure, culture, and skills, as well as front- and back-office information systems. CRM is a hot topic at the moment, and the marketplace of 'CRM solutions' is rife with confusing jargon, grandiose claims, and marketing hyperbole. This article attempts to explain what CRM actually is (and isn't), and provides some suggestions for how you should approach CRM for your business.

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Document Type: Research article

DOI: http://dx.doi.org/10.1087/095315101750240476

Publication date: 2001-07-01

More about this publication?

Editor in Chief: Alan Singleton
North American Editor: Diane Scott-Lichter
Reviews Editor: Pippa Smart

Learned Publishing is the journal of the Association of Learned and Professional Society Publishers, published in collaboration with the Society for Scholarly Publishing. The journal is published quarterly in January/April/July/October.

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